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Consumer Insights
TrendSights: Premiumization & Indulgence; Buying better and more expensive
Baby care products are most likely to be purchased from the premium sector, in line with consumers' willingness to buy "the best they can" for their child. This highlights the importance of relative premiumization; that is trading up from budget to the mainstream, or premium to super-premium, depending on one's resources. Â In food, Premiumization & Indulgence is both the new wave of comfort eating, using high-end indulgent foods and ingredients as small rewards, and a route to self-branding. Â The habitual...